BluePoint ATM Marketing Call — 2025-12-17

Monthly marketing sync between Asymmetric and BluePoint ATM. Covered direct mail campaign approval, two critical tech integration failures, a new lead-gen form strategy for content downloads, and trademark registration updates.

Recording: Fathom

Attendees

Name	Role	Org
Melissa Cusumano	Account Lead	Asymmetric
Mark Hope	Technical Lead	Asymmetric
Karly Oykhman	Team Member	Asymmetric
Avokerie Onorimuo	Team Member	Asymmetric
Wade Zirkle	Client	BluePoint ATM
Mike Stebbins	Client	BluePoint ATM
Chuck (chuck@salesgrowthmd.com)	External	—

Overview

A wide-ranging monthly sync covering active deliverables, two urgent technical issues discovered earlier in the week, campaign planning for Q1 2026, and a new trademark milestone. The direct mail postcard campaign for stadiums and arenas was formally approved. The next marketing call was moved to January 7, 2026, with a GoHighLevel/Clarity training session scheduled for January 6.

Key Decisions

Direct mail campaign approved to move forward targeting stadiums and arenas; BluePoint to finalize list size (500 vs. 1,000 pieces) and send the final list to Asymmetric within 1–2 days.
Lead-gen form strategy adopted for all future social posts promoting downloadable content (reports, white papers). Posts will link to a form (Full Name, Company, Email) that triggers an instant PDF download, replacing direct asset links.
QR code placement on the direct mail postcard will be moved to the back side only to ensure accurate printing registration.
GoHighLevel & Clarity training scheduled for January 6, 2026 at 12:30 PM CT.
Next marketing call moved to January 7, 2026 (skipping the holiday week).

Critical Issues — Requires Follow-Up

1. CallRail Number-Swapping Failure

Problem: The "Western Office website pool" number displayed in the website banner is not swapping. It is stuck on Mike Stebbins's static cell number, preventing accurate call-source tracking for that placement.
Context: The number pools were renamed during this call for clarity (e.g., "Western Office banner pool," footer pools labeled accordingly). The swapping was briefly working on the day of initial setup.
Owner: Asymmetric — Mark Hope to investigate.
Impact: Calls are still being received (Mike's number is live), but source attribution is broken for the banner pool.

2. HubSpot Lead Notification Email Not Logging

Problem: When a new lead submits the website contact form, an automated notification email is sent to Wade. This email is not being logged in HubSpot's activity feed for the corresponding contact record. Mike is manually forwarding the email to populate the activity.
Context: Contact data (name, email, phone) is importing into HubSpot correctly via the form integration. The gap is specifically the notification email not appearing in the Activities timeline.
Owner: Asymmetric — Mark Hope to investigate.
Impact: Breaks the lead-tracking workflow; requires manual data entry to maintain a complete activity history.

3. GA4 Multiple Analytics IDs Alert

Problem: CallRail flagged the BluePoint website for having multiple Google Analytics IDs installed.
Owner: Asymmetric to audit and confirm the correct GA4 ID is the only active one.

Campaign Updates

Direct Mail — Stadiums & Arenas

Item	Detail
Status	Approved
List size	TBD — 500 or 1,000 pieces (BluePoint to decide)
Cost (1,000 pieces)	~$1,064 ($665.79 printing + ~$397.60 postage)
Cost per piece	~$1.10
Target in-mail date	January 7–9, 2026
QR code tracking	UTMs with First Name, Last Name, Company as URL parameters
QR code placement	Back side only (printing accuracy)

Asymmetric will confirm vendor availability and backlog for the January target date. BluePoint to send the finalized mailing list (titled "list for direct mail only") within 1–2 days.

LinkedIn Ads — Stadiums & Arenas

Blocker: The 1,000-contact ZoomInfo list provided by BluePoint does not meet LinkedIn's minimum audience size requirement for matched audience targeting.
Next step: Asymmetric (Avokerie) researching alternative targeting strategies. Minimum audience size to be confirmed and shared with BluePoint.

Content & Asset Updates

Going forward, any social post promoting a downloadable asset (trend reports, white papers, etc.) will use a lead-gen form instead of a direct link.

Form fields: Full Name, Company, Email
Flow: User submits form → PDF auto-downloads instantly → BluePoint follows up with the contact
Rationale: Captures contact information for sales follow-up; previously, direct links provided no lead data
To build: Asymmetric to create the form and ensure submissions are tracked in HubSpot
First use: Reverse ATM Trends Report post (moved to January)

Trademark & Logo Updates

Milestone: "BluePoint" is now an officially registered trademark (®).
Action: Asymmetric to update all marketing materials with the ® symbol once BluePoint provides final confirmation.
Open question: BluePoint to confirm whether the dual "BluePoint ATM Solutions" logo also requires the ® symbol (the mark is very small in that lockup).
Immediate: Social media posts to be updated with the new trademarked logo going forward.

BluePoint sent revisions for all December social posts; approved and set.
One post (Reverse ATM Trends Report) moved to January pending lead-gen form build.
Two additional posts still in production; Asymmetric to deliver within a few days.
Logo update (® version) to be applied to all future posts.

Website & SEO

Metric	Value
Domain Rating (DR)	34 (up from ~29 one month prior)
DR Goal	40
Site Health Score	99%

BluePoint is finalizing text revisions for industry pages (different format/copy than original).
New page to be developed for the water parks / amusement parks / theme parks vertical — content being drafted by BluePoint.
Conversion path analysis for high-traffic blog posts in progress (Asymmetric); pending merge of keyword data with on-site behavior data.

Action Items

Asymmetric

[ ] Investigate and resolve CallRail banner pool number-swapping failure (Mark)
[ ] Investigate and resolve HubSpot lead notification email not logging to activity feed (Mark)
[ ] Audit GA4 IDs on BluePoint website; confirm correct ID is sole active tag
[ ] Research alternative LinkedIn ad targeting options for stadiums/arenas audience
[ ] Build lead-gen form (Full Name, Company, Email) with auto-download trigger; ensure HubSpot integration
[ ] Confirm direct mail vendor timeline and backlog for January 7–9 in-mail target
[ ] Remove QR code from front of postcard; send updated art to vendor upon list receipt
[ ] Update all social media posts and materials with ® logo once BluePoint confirms
[ ] Send GoHighLevel/Clarity training invite for January 6, 2026 at 12:30 PM CT
[ ] Send January 7 marketing call invite

BluePoint

[ ] Decide on direct mail list size (500 vs. 1,000) and send finalized list to Asymmetric within 1–2 days
[ ] Confirm trademark symbol requirements for the dual "BluePoint ATM Solutions" logo
[ ] Finalize website content revisions for industry pages
[ ] Draft content for new water parks / theme parks page
[ ] Review compliance blog and December blog (sent separately by Asymmetric)
[ ] Review emails 6–10 of water parks/amusement parks email automation sequence

Upcoming Dates

Date	Event
Jan 6, 2026 — 12:30 PM CT	GoHighLevel & Clarity Training
Jan 7–9, 2026	Target in-mail date for direct mail campaign
Jan 7, 2026	Next Monthly Marketing Call

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